A method and apparatus for dynamically, adaptively and/or concurrently enhancing and diminishing of colors in digital video images is disclosed. In one embodiment, a method includes dynamically computing a saturation gain, adaptive to slow or fast moving image sequences, for each user chosen color of a substantially current video frame, dynamically computing a saturation dependent value gains, adaptive to slow or fast moving image sequences, for each user chosen color of the substantially current video frame, determining which of the dynamically computed saturation gain and a saturation dependent value gains associated with each user chosen color or no gain is to be applied on a per-pixel basis by comparing Hue, saturation and value (HSV) components of each pixel with predefined HSV ranges of various user chosen colors, respectively, and applying the determined saturation and/or saturation dependent value gain on the per-pixel basis, in the substantially current or next video frame.